This post is part of our Weekly Tips series.
Charlie Green, my co-author, taught me long ago that business is personal. This maxim later became one of the key points in The Get Real Project manifesto. And it’s been a core message in several Weekly Tips emails so far, including “What baked goods can teach us about client relationships” and “Why you had me at ‘hello’ and then lost me forever.”
Think about it from a trust-building perspective: At root, most trust is personal. When trust is discussed, it’s usually in reference to people. When you “trust” a company, you’re likely focusing on dependability. With a few exceptions, it doesn’t make much sense to say that an entity is sensitive to your needs. Even when it does make sense to say an organization is credible or focused on your interests, the reference is usually to the people in it.
Business is personal. The faster we all embrace this fundamental truth, the more effective we’ll be.
This week, identify three ways you could make a personal difference for three key stakeholders. How might you extend yourself to them in a personal way? Get creative. Think beyond the boundaries inside which you typically operate.